{"id":56110,"date":"2025-05-10T09:00:00","date_gmt":"2025-05-10T03:30:00","guid":{"rendered":"https:\/\/www.equentis.com\/blog\/?p=56110"},"modified":"2025-07-24T18:59:48","modified_gmt":"2025-07-24T13:29:48","slug":"star-wars-to-ipo-the-360-cr-souled-store","status":"publish","type":"post","link":"https:\/\/www.equentis.com\/blog\/star-wars-to-ipo-the-360-cr-souled-store\/","title":{"rendered":"From Star Wars Chats to IPO Plans: The \u20b9360 Cr Journey of The Souled Store"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p>For most of us, dreams are brewed over <em>chai<\/em> and <em>gupshup<\/em> in the office canteen, right? They\u2019d often begin with: \u201cGuys, let\u2019s do something big!\u201d But the idea would fizzle out by the weekend.&nbsp;<\/p>\n\n\n\n<p>But for four young professionals who bonded over their love for superheroes, anime, Hogwarts, and everything fandom, the spark didn\u2019t die out. What started as banter about overpriced merchandise and a lack of cool collectibles soon turned into a mission: to build India\u2019s ultimate pop culture destination.&nbsp;<\/p>\n\n\n\n<p>Read on to know how a conversation led to creating a brand and not just a platform, but a community that garnered \u20b9360 crore in business in 2024-25.<\/p>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block Cool-Content-Timeline\"><div class=\"cool-timeline-block-fb44a916-be63-49b6-b7b8-1914dda353c5\"><style>.cool-timeline-block-fb44a916-be63-49b6-b7b8-1914dda353c5 .cool-vertical-timeline-body{--ctlb-head-font-size: 20px;--ctlb-sub-head-font-size: 16px;}<\/style><div class=\"cool-vertical-timeline-body ctlb-wrapper both-sided left\"><div class=\"cool-timeline-block-list\">\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1024x475.jpg\" alt=\"\" class=\"wp-image-56143\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-02.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>In A Canteen and a Dream <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">In 2013, Vedang Patel, Rohin Samtaney, Aditya Sharma, and Harsh Lal were busy and doing well with their 9-to-5 jobs. But only on paper, as they dreaded every Monday with one thought creeping in: <em>\u2018Kuch achha karna hai<\/em>!\u2019&nbsp;&nbsp;<br>It was during one such canteen chat in Tres Vista, where a dream began as a joke when they talked about work, life, and their love for Star Wars and pop culture.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1024x475.jpg\" alt=\"\" class=\"wp-image-56145\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-03.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Binding Four Lives &#8211; Pop Culture<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">One question that popped up louder than the rest in every conversation: Why is it so hard to find cool, affordable, original fan merchandise in India?&nbsp;<br><br>The solution? Building a brand that connected with sci-fi nerds, comic book geeks, or superhero junkies on a deeper, more personal level. That\u2019s how the Souled Store was born with \u20b95 lakh and a shared vision.&nbsp;<br><br>First, with \u20b925,000, they launched the website. Aditya bought the first batch of T-shirts himself and stored them in his cupboard. The Souled Store was launched in 2013.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1024x475.jpg\" alt=\"\" class=\"wp-image-56146\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-04.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>The Fantastic Four <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">The Souled Store sold 100 T-shirts in the first week, but just five in the second. The team doubled down, running ads, improving SEO, and creating content that fans could relate to. <br><br>They cold-emailed everyone, from Disney and Warner Bros. to AIB.<br>Their first breakthrough came when Tanmay Bhat from AIB responded and partnered with them for brand promotions. <br><br>Bit by bit, the buzz grew\u2014fueled by word of mouth\u2014until it finally reached Warner Bros., and The Souled Store landed its first official license: F.R.I.E.N.D.S. and The Big Bang Theory merchandise.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1024x475.jpg\" alt=\"\" class=\"wp-image-56147\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-05.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>A Different League In A Big Market <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">The Souled Store wasn\u2019t aiming to be just another brand\u2014they wanted to be <em>the<\/em> brand. The first step? Design.<br>Instead of following preset design templates like most licensed brands, <br><br>The Souled Store created original, quirky, and expressive designs from scratch, injecting personality into every T-shirt.&nbsp;<br><br>This creative edge opened doors to bigger licenses, Harry Potter, The Lord of the Rings, Disney, WWE, and more from Warner Bros.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1024x475.jpg\" alt=\"\" class=\"wp-image-56148\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-06.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>The Soul Of The Brand <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">The Souled Store was never just about selling merchandise; it was about creating an unforgettable customer experience. Every detail spoke volumes. <br><br>A Star Wars tee wasn\u2019t just a product; it came with a Jedi-style message, and a Hogwarts tee included a personalized acceptance letter.<br><br>The Souled Store didn\u2019t compete by slashing prices; it stood out. Its website conversion rate far surpassed the industry average. <br><br>Customers came for the fandom but stayed for the quality. By 2018, without a rupee of external funding, The Souled Store had crossed \u20b930 crore in revenue.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1024x475.jpg\" alt=\"\" class=\"wp-image-56149\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-07.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>When Funds Poured In &#8211; Expansion<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Although the company was profitable, it needed external funding to expand. They hired a banker to help them raise money and plan an approach.<br><br>As the brand was among the few businesses that profited from an online model, proposals for funding started pouring in soon after. <br><br>Out of the three received, the company joined hands with RPSG for a funding of \u20b910 crore in 2018, the first external funding for Souled Store.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1024x475.jpg\" alt=\"\" class=\"wp-image-56150\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-08.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>The Speed Breaker &#8211; Pandemic<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">2020 arrived with a long-standing lockdown, uncertainty, and a halt in progress. With just \u20b950-70 lakh in reserve, the business paused for 45-60 days as the lockdown stretched on. <br><br>But when it lifted, demand surged.<br>As many shifted to work-from-home, people favored comfortable casuals over formal wear. <br><br>The Souled Store became one of the few businesses to profit during the pandemic, not through deep discounts or burning cash, but with great products loved by fans.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1024x475.jpg\" alt=\"\" class=\"wp-image-56151\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-09.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Investors\u2019 Confidence <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">After getting its first funding in 2018, The Souled Store grew and caught more investor attention. In 2021, they raised around \u20b970\u201375 crore from Elevation. <br><br>This helped them go big on marketing\u2014with TV ads, influencer campaigns, and fun, quirky videos, which boosted their growth by another 60\u201370%.<br><br>In 2023, they raised \u20b9135 crore from Xponentia Capital, pushing their run rate to \u20b9300+ crore and reaching \u20b9380 crore in revenue for FY24.&nbsp;<br><br>By then, repeat customers accounted for 75% of sales, with a 200% annual repeat purchase rate. But the standout statistic is that 90% of all sales happened directly on their online platform.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1024x475.jpg\" alt=\"\" class=\"wp-image-56152\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-10.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Screamed Strength <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">From its first physical store in Bandra to 27 locations today, from \u20b930 crore in revenue to \u20b9360.2 crore in 2023-24, and from no external funding to a valuation of \u20b9817 crore in the September 2024 funding round, The Souled Store has come a long way.<br><br>&nbsp;<br>What started with one funding source is now planning for an IPO, and what began as a niche brand in the Indian market has grown to stand firm in a sea of over 700 competitors.&nbsp;<br><br>From clothes to quirky shoes, perfumes, kidswear, and even undergarments, every product carries The Souled Store\u2019s signature style and commitment to local. It follows the \u2018Make in India\u2019 principle.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1024x475.jpg\" alt=\"\" class=\"wp-image-56153\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-11.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Culture, Community &amp; Conscious Growth <\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">For The Souled Store, scale has never meant losing soul.<br>Alongside its expansion, the brand embraces sustainability, partnering with WFA and Goonj to weave eco-consciousness into every drop. <br><br>And for the fans? The merch drops just keep coming. From Naruto and Captain America to Gossip Girl and Gilmore Girls, every launch taps into a pop culture pulse that runs deep.<br><br>Because this isn\u2019t just fashion, it\u2019s a feeling. A community. A movement where the soul of a fan finds their home.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-large ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"475\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1024x475.jpg\" alt=\"\" class=\"wp-image-56154\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12-150x70.jpg 150w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2025\/05\/Story-of-Souled-Store-Storytelling-00-12.jpg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Entering Beast Mode &#8211; The Next Chapter:<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">After over a decade of redefining fan fashion, The Souled Store is gearing up for its next big leap. With the recent acquisition of Redwolf, the brand plans to raise \u20b9150-200 crore by July to triple its store sizes and enter the Gulf market.&nbsp;<br><br>They aim to dramatically scale their offline presence in the next 12 months, expanding into new geographies and larger formats.<br><br>But their ambitions don\u2019t stop at retail. The Souled Store is eyeing a \u20b92,000 crore IPO in the next 18 months. Bankers are being recruited, strategies refined, and the goal is clear: scale up, elevate brand equity, and take their fandom-first philosophy <a href=\"https:\/\/www.equentis.com\/blog\/key-global-events-that-can-influence-the-stock-market-this-week-3\/\">global<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>For most of us, dreams are brewed over chai and gupshup in the office canteen, right? They\u2019d often begin with: \u201cGuys, let\u2019s do something big!\u201d But the idea would fizzle out by the weekend.\u00a0<\/p>\n","protected":false},"author":24,"featured_media":56142,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1411,9],"tags":[],"class_list":["post-56110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saga","category-investing"],"_links":{"self":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/comments?post=56110"}],"version-history":[{"count":14,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56110\/revisions"}],"predecessor-version":[{"id":58130,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/56110\/revisions\/58130"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media\/56142"}],"wp:attachment":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media?parent=56110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/categories?post=56110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/tags?post=56110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}